A Rhetorical Analysis Of Old Spice

By depicting these men in this way, it sets a standard for how the typical man should look and act. It subconsciously makes the viewer believe that if they purchase said product, they will become more like the man who is shown. For example, if a man was insecure about being skinny with no facial hair, he would be more sold on a product if it was showcased by a confident, fit, and bearded man. That stereotype is mostly showcased in advertisements for workout accessories, outdoor appliances, and power tools. The bulkier and more “manly” an advertisement is, the more compelled the man is to feel the same way when using said product.

In the body wash soap advertisement featuring Old Spice the advertisers display masculinity in the form of status, strength, wealth and confident attitude. Old spice accomplishes this by presenting a fit celebrity, posture, facial expression, quote and choice of colors.

“With the NFL football player turned actor, Isaiah Mustafa, they created a series of commercials that not only specifically addressed the ladies, but talked about what makes men manly. These advertisements were so successful, they garnered record amounts of YouTube,” (Neilly, 2014). The Old Spice Man was someone that the target audience would recognize as a professional athlete and a masculine icon. Another successful aspect of the Old Spice campaign is the fast-paced filming styles. "The Old Spice guy recorded his video responses in rapid succession, an amazing

Advertisers have applied the “sex sells” rule of advertising on this commercial, with the change of men being objectified rather than women, and mixed it with humor in order to create a desirable effect.

Old Spice’s use of hyperbole is not in the dialogue, but in the visuals they use. The transition from the average bathroom, to ideal places of people’s fantasy’s, such as a boat or a tropical island, suggests that their product will give you a life similar. These visuals affect both men and women that watch the ad. The man in the commercial is fit, seemingly rich, and maintains eye contact with the viewer. Doing so utilizes the common desires of women to pursue their own argument with their partners into buying the product. The same man also sparks the insecurity in the male viewers. Using props such as diamonds or tickets to a show, can convince an audience that the product they are trying to sell can give the consumer the same fantastical effects. While exaggerating the appeal to women's desires and men's insecurity the Old Spice commercial manages to compare the actor to the average man but to push women to compare their partner to the

Advertisers may try to sell a product by going after consumer’s insecurities. These insecurities typically involve personal appearance and the ability to “attract others” and may involve one’s scent or lack of perspiration. Old Spice strikes this market powerfully, with its wild commercials of Terry Crews jet skiing into a laundry room to sell the product. What about targeting insecure couples about smelling like a man? That’s exactly what the commercial titled “The Man Your Man Could Smell Like” aims to do. After watching the commercial once it seems like as ordinary as an old spice commercial should be, with the actor jumping from bathroom to boat deck to horseback, and the props in his hands changing into other props, but there is a hidden

The ad is somewhat targeted towards women to buy their partner old spice in order for him to become a man. That is shown when the character states that “Your man can smell like a man if he uses Old Spice” (Old Spice). The sense of domination over the man watching the ad is obvious. The man in the ad is physically fit and shows that through his confidence when he tells the women, who are also watching, to “look back at me” (Old Spice). Following that up with a statement that separates the man in the ad from the man watching claiming that “he is not like me” (Old Spice). Thus leaving the women watching in a desperate state to make their man like the man in the ad. After

In their “Man Song” ad, they have to guys in their early 20’s singing about how they are a man now and what being a man is. To be independent, to have a girlfriend, not living with their parents, having a leather wallet and more all thanks to Old Spice. This comedic ad is their funny way in showing how to be a man

The single model in the ad is a well groomed, young man. He looks young enough to appeal to the younger male demographic, while still old enough to appeal to the older male demographic as well. The setting of the ad is rugged and snowy mountain range, the perfect location for a man. He is actively engaged in hiking a mountain, implying that orange juice has its place in a sporty and masculine pursuit. His posture implies comfort and confidence, an aspirational quality for a viewer.

The intended message of the commercial is that no matter what type of “man” you are, Old Spice has what you need to be more “sexy" for your woman. Women will see these commercials and want to get Old Spice to make their man more sexy like Terry Crews or Isaiah Mustafa.

Old Spice uses three advertisement techniques that complement each other. First would be bandwagon by presenting a celebrity know as Terry Crews who is a very well-known actor and comedian. By using Terry Cruse in their advertisement, they are conveying the message that if Terry Cruse uses this product you should too Old Spice has used this tactic is the past by using very masculine men who a have very large physique. This is appealing to the men and young boys who are wanting to impress women. Humor and sex appeal also tie into creating this advertisement, Terry Crews is shirtless throughout the whole advertisement he is

Old Spice an American advertising campaign developed by ad agency Wieden + Kennedy in 2010 featuring Isaiah Mustafa became popular after the first advertisement, The Man your Man could smell like, went viral. Which is owned by Procter & Gamble Men’s grooming products such as deodorants and antiperspirants, shampoos, body washes and soaps. Initially launched as Early American Old Spice by William Lightfoot Schultz’s soap and toiletries company, Shulton inc., in 1937, it was first targeted to women, with the men’s product only being released before Christmas at the end of that year.

This advertisement portrays the type of man that every man wants to be as well as the type of woman every man wants to be with; really hitting the mid-life crisis bone hard. He’s a middle aged man that obviously has stayed in shape his whole life. Most middle-aged men are married with kids and a little gut hanging over their belt. When the men reading this ad see a man like David Beckham, they start questioning if they look like that to other women. In the process, the ad actually gives an unintended effect to destroy self-esteem. When the advertisement hurts that self-esteem, men tend to buy what

“Anything is possible when your man smells like Old Spice and not a lady” (“Old Spice”). Whenever a company produces a commercial they will use a variety of strategies and techniques to catch your attention to get you to purchase their product. Old Spice is a company that specializes in male hygiene, such as shampoo, deodorant and body-wash. During the “The Man Your Man Could Smell Like” commercial they are advertising a new body-wash, Red Zone. During the commercial they use gender stereotypes, humor, and rhetorical strategies in order to persuade the audience and to switch to Old Spice and buy their Red Zone body wash. Old Spice relies on showing the ideal male body, using humor and using sex appeal to get people to buy their product, Red Zone.

Other images such as the long hair, the instruments, and the sticking out of the tongue show a new found, outgoing personality compared to the so called average looks of the normal side of the teen. This tells viewers, especially those of the same age group as the teen in the advertisement, that Old Spice and their products will turn any bland person into someone popular and interesting. The ad also hints to young male viewers that using Old Spice products will attract women, due to its overwhelming power to increase popularity and manliness. This is perhaps the companies most powerful tool for persuading consumers to buy their products. The campaign’s slogan on the ad reads “There’s a Man in There”. This is a short but yet powerful phrase that drives the desires of the consumer. By planting the idea in the consumer’s head that the scent of Old Spice products reinforces manliness, therefore attracting women, Old Spice effectively plays on the desires and emotions of the viewers. Since most of the targeted audience, young males 17-25, strive for the same qualities and attributes advertised by Old Spice products, it is far more likely that young adults will pick the product that is in line with their own personal